September 12, 2022 by

Before your ad can reach the site where it is supposed to show, it has to travel a certain path. It starts with the advertiser’s server, going through DSP, SSP, ad exchanges to the right target. All subsequent links in this chain are an essential part of the supply (advertiser activity) and demand (publisher activity) […]

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What Is Demand Path Optimization (DPO)?

January 14, 2022 by ,

Ad networks were one of the first pieces of advertising technology (AdTech) introduced in the mid-1990s. They helped publishers sell their available ad space to multiple advertisers, who would be able to purchase this ad space from many different sites via one platform instead of having to deal with each publisher directly.

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Top Ad Networks and Mobile Ad Networks [Updated 2022]

August 13, 2021 by

Understanding the concept of header bidding is central to understanding how programmatic ad buying works. The process originally emerged as a novel solution to remedy the inefficiency, and Google’s preference, of its own ad exchange (AdX), during the waterfall ad-buying process. However, it quickly gained traction and became a widely accepted and expected industry standard. […]

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Client-Side vs. Server-Side Header Bidding: Pros and Cons

June 7, 2022 by

Back when print publishers first started moving online, they soon discovered they needed a way to generate some revenue, so they looked at the main revenue model they’d been using in print—advertising—and aimed to replicate that in the online world. Display ads seemed to be the most intuitive way to monetize their content. To do […]

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What Is an Ad Network and How Does It Work?

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